A&P Puts Private Brands Up for Sell

A&P Via Roma sauce 3

Now bankrupt, once great grocer A&P is attempting to squeeze every dime out of its assets and will attempt to sell its retail and private brand names. Hilco Streambank, a division of the liquidation company that is working with A&P, announced on Friday that it is seeking bids for six store names – A&P, Pathmark, Waldbaums, Food Basics, SuperFresh, and Best Cellars private brands, including America’s Choice, Woodson & James, Green Way, Jane Parker, Via Roma, and Live Better among others.

“The A&P banners, trademarks, and brands have longstanding and strong recognition by consumers in the Northeast as well as other markets throughout the country,” David Peress, Hilco Streambank’s Executive Vice President, said in a press release. “A&P offers a robust portfolio of private label brands across multiple categories with innovative formulations and labeling, accompanied by rich content including signage, websites, and videos.”

Although A&P has systematically destroyed the value of their retail banner brands, they have a few interesting private brands, which if priced well could be a significant upgrade for retailers existing brands or a easy entry for into new brands. Among them are Italian specialty food brand Via Roma which I included in last years book Fifty2: The My Private Brand project. If the sale comes with all the design and photography assets the brand is one of the best examples of branding in retail. Other interesting opportunities include Green Way and Live Better.

It will be interesting to see what happens to the orphaned brands.

via roma-pasta viaroma



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.